Welcome to the last and exciting instalment of our beloved mini glossary. We could divide this third part between terms that revolve around all of us, the users, and concepts to understand how we can position our company at the top according to the type of business we have. Let’s start.

NPS- Net Promoter Score

What are we talking about?

It is a very simplified but effective metric that provides us with information about the degree of customer satisfaction with the company, service or product with which they have interacted. It is measured with a question, if they would recommend the company or if the process has been as good as they expected, and it is usually scored from 0 to 10. In addition, we also check their brand loyalty. We can distinguish between;

Detractors: Their score is from 0 to 6. This means that they do not want to see us again and will criticise us if asked (or even without being asked).

Passive: Their score is 7 to 8 and they don’t bother in the slightest.They may or may not come back.

Promoters: Their score is 9 to 10 and customers become our best ambassadors.

The main advantage of this metric lies in the simplicity of obtaining it. It is quick, reliable and easy to share and understand for everyone in the company.

UX- User eXperience

What are we talking about?

Although it can be named as user experience, it is actually more commonly used as an acronym. So be prepared to hear it around the office and read it online as UX. To sum it up, UX is everything the user experiences while interacting with any of our channels, whether it’s the web to make a purchase or search for information about us.

By paying attention to how our customers move around the web, what they usually look for and their behaviour, we will achieve great benefits such as:

Improving positioning in a natural way. 

Increasing the conversion rate.

More loyalty.

By adapting to the user, they will value us more positively as they understand that we are more accessible and intuitive.

There is a lot of work to be done before we can reach this level of satisfaction. We have to explore fields such as sociology, anthropology, psychology, communication or graphic design. We have to get to know our end users in depth in order to design something that fits their needs, expectations and motivations. We have to get to where our customer’s needs meet our business objectives.

UI- User Interface

What are we talking about?

User Interface is the sum of visual elements of our channel with the information we offer well structured and interaction patterns. All this well combined makes the user’s navigation lead to satisfaction and that he/she interacts in the way we want.

As we want that potential customer to do certain specific actions, the job of UI design is to guide them in the navigation so that they make certain decisions in a natural way. How do we achieve this? With attractive content focused on our customers and their interests, intuitive navigation menus, CTAs or short videos.


Although they look the same, they are actually different points within the same process, so they go hand in hand and the good development of one allows the success of the other.

In a nutshell, UI is the channel to provide users with a good UX.

Based on the data extracted from the UX, the UI composes the visual elements and their layout to achieve a good UX. In other words, a good UI defines a better UX.

USP- Unique Selling Proposition

What are we talking about?

The unique selling proposition or value proposition refers to the unique feature that makes our product, service or company stand out from the competition. It is the reason why they choose us over anyone else. This concept should synthesise all the attributes, charms and idiosyncrasies that make our product or service so unique that it is irresistible in customers´ eyes.

The USP is not the same as a slogan. Slogans may change, depending on the season or the moment, but our USP is our essence, what makes us different and better. You know you are special, but how do you let the rest of the world know? Here are the steps to follow in order to create your USP:

List the main benefits we bring. From the most relevant to the least.

Keep an eye on the competition. Learn from them and analyse them. List your advantages over them.

Find the situations in which our product solves the customer’s problem, for instance, when it saves time, money, or simply makes them happy.

Summarise everything we have seen in the previous points in one sentence. Bring out your semantic and linguistic skills.

Now, get ready to let everyone know how wonderful we are. Use the right channels and make yourself heard.

ROI- Return On Investment

What are we talking about?

It is a metric used to measure the economic value generated by our company through specific marketing activities and strategies. With this metric we can measure the return we have obtained from an investment. In other words, we will know if our actions have been profitable or not.

One of the most important things to take into account when we make any kind of investment is to check its results and measure its profitability. ROI is very useful for evaluating the results and profitability of an Inbound Marketing strategy, as we can check how much each euro invested in a campaign has generated in sales. Calculating it is essential for making decisions about future investments. 

B2C- Business To Client

What are we talking about?

In other words, it is the set of strategies and tactics that a company uses to bring its products or services directly to customers. The main marketing channels are email marketing, mobile and social media marketing, web push marketing and SEO and. SEM. B2C campaigns focus not only on product benefit, but on provoking an emotional response from the customer. Successfully carried out, its benefits are usually an increase in website visits and subscribers, better search engine rankings and an increase in conversion and brand awareness.

 Its main characteristics are:

What is wanted to happen by appealing to feelings and provoking emotions is the customers’ desire to buy.

This purchase must be brief and quick. Attracting that impulse purchase with discounts and instant promotions.

The number of customers is large, but the volume of purchases is not.

Distribution channels are smaller.

Advertising is carried out through traditional media.

Seeks fast and immediate results.

B2B- Business To Business

What are we talking about?

It refers to the corporate trade, those companies that market their products or services to other companies. The aim is to reinforce the prestige and identity of the brand by transmitting the value of the company. They focus on highlighting how the product or service makes the customer happy by saving them time and money. It is often linked to industry, public institutions and government.  Its main characteristics are:

Emphasis is placed on the features and wonders of the product or service.

The sales process is longer and on a larger scale. 

The value proposition must be more detailed.

The volume of customers is smaller, although the final purchase volume is larger.

The market niches are more specific and reduced.

There are many distribution channels.

Advertising is usually done at industry events and is thus much more personalised.

Looking for long term objectives.


Most of the process in both cases is similar, what changes is the way it is carried out, the strategic messages and the end customer.

In B2B we focus on the rational and technical aspect of the product while in B2C we look for the emotional connection with the customer.

The language used in B2B can be more technical than in B2C.

The purchase in B2C is quicker while in B2B it takes longer to decide whether or not to buy the product.